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to shop. >> reporter: his plan, as he showed us@this prototype store in dallas, is to entice customers with shops within his j.c.p. store, creating a minimall in each store. >> we don't call it an aisle. we call it a street. it's a place to be. it becomes a new navigation path for shopping because in the age of the internet you have to do more than be a place to buy. you've got to be a place people love to be. so the street allows you to kind of do things that you couldn't do elsewhere. >> reporter: while a woman shops for the latest fashions, her husband can be catching up on the scores at the i-pad table. i feel like i'm in the apple store. >> the kids can head over to the lego station. afterwards they might visit the in-store candy shop for a treat. throughout they'll find consistent prices for merchandise. johnson banished the coupons j.k. penny customers relied on for years. >> the reason we're not using coupons is we would have to artificially inflate the prices 30, 40% to offer the illusion of value through a coupon. that's a fundamental choice. we can either raise our prices an
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